医药企业B公司经营战略研究

发布时间：2018-03-13 11:37

本文选题：制药企业　切入点：医药行业　出处：《安徽大学》2013年硕士论文　论文类型：学位论文

【摘要】：21世纪的今天,企业面临日常激烈的外部竞争环境,企业要想获得长期的生存和发展,就要站在全局的角度,用发展的眼光审视不断变化中的经营环境,为企业的未来发展制定总体性的规划。我们称这个过程为企业的战略管理过程。战略管理集中体现了一个企业的战略思想,直接关系到企业正常的经营和未来的发展。企业经营战略管理要确保企业使命的前提下,充分发掘经营环境中蕴含的机会,并努力创造机会,正确判断出企业与经营环境之间的关系,然后细化企业的经营范围,明确企业的成长方向,制定企业的竞争策略,进而合理分配企业现有资源,调整企业产业布局,最终形成企业的核心竞争力。近年来,我国加大了对医药行业的监管力度,导致医药行业的成本费用大幅上升和药品价格持续下降,这对医药企业来说,无疑是个重大的难关。医药企业经营状况不断恶化,长期来看,未来继续恶化的可能性任然存在,医药行业的竞争度空前残酷,据推测,医药行业将面临“洗牌”,一场以优胜劣汰为最终结果的结构调整势在必行。文章运用现代战略管理的理论和分析方法,全面分析了B公司外部环境的机会与威胁,内部的优势与劣势。拟定公司的可以选择的战略方案,在此基础上提出了公司的战略思想、战略方案与发展重点。提出了加大在OTC市场的投入；进入农村市场的战略重点,同时,还提出了一些战略的组合。希望通过对B公司发展战略的研究,使该公司能尽快重视战略管理,明确公司战略,步入快速发展的轨道。
[Abstract]:In 21th century, the enterprise faces the daily fierce external competition environment. If the enterprise wants to obtain long-term survival and development, it is necessary to look at the changing business environment from the perspective of the overall situation. Make overall plans for the future development of an enterprise. We call this process the strategic management process of an enterprise. Strategic management embodies the strategic thinking of an enterprise. It is directly related to the normal operation and future development of the enterprise. Under the premise of ensuring the mission of the enterprise, the strategic management of the enterprise should fully explore the opportunities contained in the business environment and strive to create the opportunities. Correctly judge the relationship between the enterprise and the business environment, then refine the business scope of the enterprise, define the growth direction of the enterprise, formulate the competitive strategy of the enterprise, and then rationally allocate the existing resources of the enterprise, adjust the industrial layout of the enterprise, In recent years, China has increased its supervision of the pharmaceutical industry, which has led to a sharp rise in the cost of the pharmaceutical industry and a continuous decline in drug prices, which is of great importance to pharmaceutical enterprises. There is no doubt that this is a major difficulty. The operating conditions of pharmaceutical enterprises are deteriorating. In the long run, the possibility of further deterioration still exists in the long run, and the competition in the pharmaceutical industry is unprecedented and cruel. It is presumed that, Pharmaceutical industry will be faced with "shuffling", a final outcome of the survival of the fittest structural adjustment is imperative. Using the theory and analysis method of modern strategic management, this paper comprehensively analyzes the opportunities and threats, the internal strengths and weaknesses of the external environment of Company B. On this basis, the strategic thinking, strategic plan and development focus of the company are put forward, and the strategic focus of increasing investment in the OTC market, entering the rural market and, at the same time, This paper also puts forward some combination of strategies. It is hoped that through the study of the development strategy of company B, the company can attach importance to strategic management as soon as possible, make clear the company strategy, and step into the track of rapid development.
【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272.3;F426.72

【参考文献】